Survey On The Development Of Women's Shoes Industry In China: Game Between Design And Quality

On February 24th, the Shanghai Quality Supervision Bureau announced the production and sale of Shanghai in the 4 quarter of 2010. leather shoes The results of product quality supervision and spot checks showed that there were 6 batches of women's shoes in 47 batches. quality The pass rate is 89%. In the 4 quarter of 2010, the Beijing Consumers Association announced the results of a comparative test of 30 women's leather shoes, 7 of them. Women's Shoes The quality is not up to standard, and the pass rate is 77%.

From the results of the quality inspection of women's shoes in the two cities of Beijing and Shanghai, the quality problems of women's shoes are mainly characterized by unclear marking, unqualified overall appearance and obvious decolorization of the upper, and the indexes such as peel strength, folding resistance and hook hardness are not up to the national standard.

"It should be said that these indicators are very important links in the quality of women's shoes. In recent years, the development of women's shoes industry in China has been developing very fast, and many enterprises have invested heavily in design. However, judging from the test results, women's shoes industry needs more investment in the finer degree while emphasizing the design, after all, quality is the first. Wei Ya Fei, director of shoe making office of China Leather Association, said.

Creative design synchronized world

According to the insiders, generally speaking, men are more rational and women are slightly more sensible. Gender differences reflect men and women shoes, men's shoes are of high quality, while women's shoes have more appeal in style. A pair of fashionable women shoes can easily catch the eyes of female compatriots. Many female compatriots even ignore the material of shoes in order to buy a pair of beautiful shoes. Most women's shoe manufacturers have long been aware of this and set up a dedicated R & D department to absorb the world's popular information in a timely fashion and ensure that they can keep up with fashion trends.

Wei Yafei told reporters that at present, domestic women's shoes enterprises have invested a lot in design, and they attach great importance to the style and design of women's shoes, especially the design of the side.

It is understood that at present, the number of women's shoes and enterprises in China is large. From the industrial scale, Guangzhou, Wenzhou and Chengdu are the three main producing areas for women's shoes. Guangzhou relies on the advantages of adjacent fashion frontiers, which is fashionable and competitive, and has a large number of brand enterprises, such as BELLE, Saturday, kissing cats and so on. Wenzhou has always dominated men's leather shoes. But in recent years, a number of women's shoes brands have emerged. Although late start, they have developed rapidly with the existing mature brand operation channels. Women's shoes brands such as big days, Huang Mei and Ju Kang have emerged. Chengdu is known as the "Chinese women's shoes city". The production of women's shoes is very large, and it also has famous brands such as Ai Miner and cam.

In order to create "the capital of women's shoes in China", Chengdu has taken many measures to raise the level of shoe designers. Starting from the first international procurement Festival, designer competitions are held every year to select excellent designers through competitions. Last year, during the procurement Festival, the Italy brand alliance was also opened in Wuhou District, Chengdu. The center introduces hundreds of Italy women's shoes, and sells and displays all the latest and most fashionable shoes in Italy. Through the platform of Italian brand, Chengdu can keep abreast of the new trend of international shoe popularity, improve the design level and grasp the sensitivity of fashion trends.

"It is very important to build a world-class brand of women's shoes and develop top women's shoes designers." Liu Lang, deputy general manager of the brand marketing center of the center, said that the designers of the shoes would go to Europe to investigate the most popular styles every year. They would design 4000~5000 styles every year, and more than 1000 styles would be launched in one season. Finally, after screening through layers, consumers could see more than 200 styles, so as to ensure the market competitiveness of the patterns.

The quality of women's shoes should not be ignored.

Generally speaking, from the perspective of manufacturing technology, the manufacturing technology of women's shoes is simpler than that of men's shoes, and the technical threshold is also low, but the profit is higher than that of men's shoes. This also causes the number and brand of women's shoes in the market at present more than men's shoes. {page_break}

Statistics show that at present, 10 pairs of shoes are sold in the market, of which 6 are women's shoes (3 pairs of men's shoes and 1 pairs of children's shoes), and the market space of women's shoes is obvious.

"Men wear brands and women wear patterns". This concept of consumption, which is regarded as a standard by many consumers and enterprises, really affects the development of women's shoes industry. The style is regarded as the vitality of women's shoes enterprises. However, it should be noted that when a woman values the style of a pair of shoes, the quality will be the last line of defense for whether or not she will take out her wallet.

Experts believe that the women's shoes should also pay great attention to the improvement of the quality while designing the main styles. For women's shoes, the quality is the first and the style is second. If there is no excellent quality, it will affect the reputation and reputation of the brand, and will also affect the sales volume of the products.

Wei Ya Fei pointed out that whether the manufacturing technology and technology, or the quality of raw materials and the level of manufacturing equipment, the overall level of women's shoes in China has reached or reached the international mid-level level. China's women's shoes now cover all kinds of products from single shoes to boots. The market share of domestic women's shoes is also very good, and the export proportion is also very large, accounting for 70% to 80%. All these indicate that the overall quality of women's shoes in China is developing very well.

High-end brands are still missing.

About 1 billion 300 million of the population in China, of which about 48% or 624 million are women. According to AC Nielsen survey data from world famous market research firm, the total consumption of women's shoes in the world exceeded 8 billion pairs in 2010, and the total market turnover was estimated to be as high as 300 billion yuan. This amazing set of data is enough to prove that there are huge business opportunities behind women's shoes.

Insiders pointed out that in large shopping malls, the size and income of women's shoes are second only to clothing, often ranked three, but for many women's shoes enterprises, in order to gain more market share, the second tier and three tier cities are also the battleground of the military. Fierce competition in the market has forced many women's shoes enterprises to devote their energies to fashion design. On the other hand, they have invested a lot of energy in building brands and channels. On the whole, the domestic women's shoes are mostly concentrated in the middle and low end, and there are few high-grade brands.

"It should be said that in terms of high-end women's shoes, China has a gap compared with European countries such as Italy and Spain." Wei Ya Fei believes that there are many reasons for the lack of high-end brands of Chinese women's shoes, but the lack of research on the cultural connotations of products and the refinement of technology are not ideal enough. Although the quality of women's shoes in China has been on the rise stage, the overall level is good, but the lack of personality and characteristics of products, designer's cultural accomplishment also needs time precipitation.

In Wei Ya Fei's view, the fashion and trend of women's shoes is just a few square inches of creativity. If a new product can not bring benefits well, it can not give full play to the exemplary role of new products. Therefore, she appealed that in the industrial transformation and upgrading of "12th Five-Year", the domestic women's shoes enterprises must not only focus their attention on the style, but also invest more in culture, technology and quality, introduce high-end equipment, learn advanced technology, form a unique brand culture, train world-class designer shoes, and finally form a personalized product with their own style, occupying the high-end women's shoes market at home and abroad.